The Set
New York, NY
Situation
Recognizing a gap in the market, we set out to introduce a new luxury brand and asset class, “The Set," that would redefine the residential experience. The challenge was to create a distinctive category within the real estate landscape, blurring the lines between a five-star hotel and a luxury residential setting.
Goal
The primary goal was to establish a new paradigm in luxury living by introducing The Set. The vision involved crafting fully serviced residences that offered a lifestyle beyond traditional expectations. The aim was to seamlessly integrate the indulgence of a five-star hotel with the comforts of a luxury home, featuring private social clubs, a curated food and beverage program, housekeeping services, grocery delivery, and professionally designed and styled apartments.
Outcome
The launch of The Set exceeded expectations, creating a transformative impact on the real estate industry and establishing a new residential category. The key contributing factors and outcomes were:
Innovative Residential Concept: The purpose built efficient residences optimized every single inch of the living spaces. The fully serviced residences leveraged technology for room service, catered to the needs of business executives by providing co-working and private offices, personalized housekeeping, grocery delivery, and designer-furnished apartments.
Private Social Club and Culinary Excellence: The inclusion of a private social club and a curated food and beverage program elevated the residential experience, offering residents exclusive spaces for socializing and exceptional culinary experiences within the comfort of their homes.
Access to Amenity Directors: Residents enjoyed access to full-time amenity directors, ensuring a seamless and personalized experience. These directors facilitated the integration of luxury services, creating a lifestyle that surpassed traditional residential expectations.
Conclusion: the introduction of The Set represents a groundbreaking achievement for our team and ownership. The project not only successfully created a new residential category but also set a new benchmark for rents in New York City achieving $150 psf. The fusion of five-star hotel amenities with residential comforts has redefined expectations in the real estate industry. Future Set properties are currently in planning.